We officially launched in March 2020 with our first Kickstarter campaign, but our origin story really begins in 1998 when Mitch received his first watch (ever). He began collecting and blogging about unusual vintage watches and became an influential watch blogger and authority on the subject of modern horology.
What began as an early eBay store reselling the watches he collected, quickly had to become official when in 1999 Vogue reached out and wanted to write about reselling these rare collectible pieces from the 60s and 70s. In order to write about him, they needed a brand to talk about, and that was the birth of Watchismo. In 2007, Mitch was approached by a revived French watch brand who wanted to break into the U.S. market with reissues of their most popular models from the 70s. To facilitate this distribution business, Mitch teamed up with his entrepreneurial brother Andrew who had already started and sold a few successful business ventures. Although the distribution business didn't pan out, the family partnership did and Watchismo e-commerce business took off.
After years of offering the most unique timepieces from around the world on Watchismo, Mitch & Andrew hired Danny and Tyler. Our combined passion for all things mechanical led us to create Archetype Watches - the anti-thesis of smartwatches. We're looking at you Apple! There's no faux heritage back story to the brand and we're not trying to disrupt the Swiss watch industry. Rich people will still have their luxury watches. We truly have a dream team of the most talented people who create budget-friendly, skeletonized time machines built around complex hand-assembled mechanical movements that run off of the kinetic energy you generate while wearing them. NO CHARGING. NO BATTERIES!